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Effective Organisational Comms (updated)

2.
Outline <ul><li>A toolkit approach to organisational comms </li></ul><ul><ul><li>Available tools </li></ul></ul><ul><li>Understanding the social media revolution </li></ul><ul><ul><li>Where are we, and where are we going? </li></ul></ul><ul><li>Engaging and collaborating </li></ul><ul><ul><li>Harnessing Web 2.0 for results </li></ul></ul><ul><li>Segmenting the audience </li></ul><ul><ul><li>Catering to different styles and needs </li></ul></ul><ul><li>Putting it all together </li></ul>

3.
How will we do this? <ul><li>Cover a mixture of principles and practice </li></ul><ul><ul><li>Multiple sources </li></ul></ul><ul><li>We all have something to offer </li></ul><ul><ul><li>Please all feel free to participate </li></ul></ul><ul><ul><li>Talk about your own experiences </li></ul></ul><ul><ul><li>We need to share our knowledge! </li></ul></ul><ul><li>Stop and ask questions if anything is unclear </li></ul><ul><li>Tell me if we need to move on </li></ul>

9.
The toolkit approach <ul><li>Build a managed program </li></ul><ul><li>Use a mixture of styles and tools </li></ul><ul><li>Ensure a common message </li></ul><ul><li>Coordinate activities </li></ul><ul><li>Focus on the needs of the target audience </li></ul><ul><li>Different media for different targets </li></ul>

17.
Voice mail <ul><li>A recorded marketing update message, broadcast to multiple mailboxes </li></ul><ul><ul><li>Used in 1994! </li></ul></ul><ul><li>A recorded message, with a dial-in number </li></ul><ul><li>Needs to be short </li></ul>

20.
The Intranet <ul><li>Organisation-Wide Web </li></ul><ul><li>Like the WWW, may just be online brochures </li></ul><ul><li>A platform to support multiple media </li></ul><ul><li>Needs to be managed to be successful </li></ul><ul><ul><li>Development standards, templates </li></ul></ul><ul><ul><li>Distributed publishing </li></ul></ul><ul><ul><li>Ownership </li></ul></ul><ul><ul><li>Usability </li></ul></ul>

30.
Understanding the social media revolution Where are we, and where are we going?

31.
Be afraid, be very afraid… <ul><li>“… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ” </li></ul><ul><ul><li>Hugh McLeod – http://www.gapingvoid.com/ </li></ul></ul>

33.
A change in perspective <ul><li>Is the future just an extension of the past? </li></ul><ul><li>How much are we like Holland? </li></ul><ul><li>Do you remember South Wales? </li></ul><ul><li>No longer part of the “old country” </li></ul><ul><li>A new territory </li></ul>

34.
What is the economy? <ul><li>An economy of scarcity </li></ul><ul><ul><li>IP must be protected at all costs </li></ul></ul><ul><ul><li>Win-lose </li></ul></ul><ul><li>An economy of abundance </li></ul><ul><ul><li>Knowledge must be shared at all costs </li></ul></ul><ul><ul><li>Win-win </li></ul></ul>

35.
Discontinuous change <ul><li>Your view of all this determines how you see today’s world and Intranet 2.0… </li></ul><ul><li>“Did you know?” </li></ul><ul><ul><li>http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html </li></ul></ul>

36.
Social computing <ul><li>“ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.” </li></ul><ul><ul><li>Euan Semple, http://www.euansemple.com/ </li></ul></ul>

40.
The new world <ul><li>Blogs, wikis, RSS and more… </li></ul><ul><li>Push and pull boundaries blurred </li></ul><ul><li>Opens up the organisation </li></ul><ul><li>Complex media for a complex environment </li></ul><ul><li>Requires a new way of thinking </li></ul><ul><li>Most software low-cost or free </li></ul><ul><ul><li>But challenging for corporate IT! </li></ul></ul>

41.
Your challenge <ul><li>Which of these would be useful in your organisation? </li></ul><ul><li>What would the benefit be? </li></ul><ul><li>Who would see the benefit? </li></ul><ul><li>If you are already using them, how can they be improved? </li></ul><ul><li>Make notes as we go through… </li></ul>

49.
Tags <ul><li>Simple categories or key words </li></ul><ul><li>User-defined - “Folksonomy” </li></ul><ul><li>Each item can have multiple tags </li></ul><ul><li>Commonly used in blogs </li></ul><ul><li>Introduced to email by Gmail </li></ul><ul><li>Used by Flickr to tag images </li></ul><ul><li>Can use to generate a “tag cloud” </li></ul><ul><li>Del.icio.us – social book-marking </li></ul>

50.
Tags and taxonomy <ul><li>A taxonomy is like a concrete footpath </li></ul><ul><ul><li>Not frequently changed </li></ul></ul><ul><li>Tags are more like tracks in the grass </li></ul><ul><ul><li>More worn the more they are used </li></ul></ul><ul><li>What is the best thing to do with grass tracks? </li></ul>

56.
Online forums <ul><li>Allows all users to post articles </li></ul><ul><li>Content pushed by email or browsed </li></ul><ul><li>All users are equal </li></ul><ul><ul><li>(But some are more equal than others!) </li></ul></ul><ul><li>May be moderated </li></ul><ul><ul><li>Otherwise, may get out of control – flames, storms </li></ul></ul><ul><li>Excellent medium for sharing </li></ul><ul><li>Serves a Community of Practice </li></ul><ul><li>Broader range of input and views than blogs </li></ul>

60.
Wikinomics – harnessing prosumers <ul><li>More than “customisation” </li></ul><ul><ul><li>Too limited; need early engagement in design </li></ul></ul><ul><li>Losing control </li></ul><ul><ul><li>Let customers make own innovations, or they leave </li></ul></ul><ul><ul><li>Better than ceding the game completely </li></ul></ul><ul><li>Become a peer </li></ul><ul><ul><li>Don’t make products, innovate ecosystems </li></ul></ul><ul><li>Share the fruits </li></ul><ul><ul><li>Customers want a share of the ownership </li></ul></ul><ul><ul><li>Eg – Second Life </li></ul></ul>Don Tapscott & Anthony D Williams

66.
Twitter <ul><li>140-character messages </li></ul><ul><ul><li>“What are you doing?” </li></ul></ul><ul><li>“Microblogging” </li></ul><ul><li>“Group proprioception” </li></ul><ul><ul><li>“The ability to sense the position, location, orientation and movement of the body and its parts” </li></ul></ul><ul><li>“ If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services” </li></ul><ul><ul><li>Shane Goldberg, Telstra </li></ul></ul>

69.
Yammer <ul><li>Microblogging for organisations </li></ul><ul><ul><li>“What are you working on?” </li></ul></ul><ul><li>Uses organisation domain for security </li></ul><ul><li>Opt-in model </li></ul><ul><ul><li>Allows control </li></ul></ul><ul><li>Pro-active support on Twitter! </li></ul>

76.
Discuss <ul><li>Which of these would be useful in your organisation? </li></ul><ul><li>What would the benefit be? </li></ul><ul><li>Who would see the benefit? </li></ul><ul><li>If you are already using them, how can they be improved? </li></ul>

85.
Including the new tools <ul><li>Set the agenda with blog articles </li></ul><ul><li>Improve engagement through online discussion </li></ul><ul><ul><li>Real change starts from the inside </li></ul></ul><ul><li>Use podcasts for key announcements </li></ul><ul><ul><li>Allows time-shifted access </li></ul></ul><ul><li>Leverage expertise sharing with wikis </li></ul><ul><li>How can you use your toolbox? </li></ul>

86.
Principles for social media <ul><li>Trust - you don’t need to control everything </li></ul><ul><li>Understand your communities </li></ul><ul><li>Anticipate audience needs not yet fully articulated </li></ul><ul><li>Don’t let the security police put you off </li></ul><ul><li>Don’t get stuck with the conventional wisdom </li></ul><ul><li>Experiment! </li></ul><ul><li>Outcomes may not be direct or obvious in advance </li></ul>

88.
The benefits of social media <ul><li>Engaged audience - people feel “heard” </li></ul><ul><li>Better, quicker access to needed information </li></ul><ul><li>More benefits from knowledge sharing </li></ul><ul><li>Organisational access to staff knowledge and ideas </li></ul><ul><li>Easier to find right people quickly </li></ul><ul><li>Innovation much more rapid </li></ul><ul><li>Personal ties lead to retention </li></ul><ul><li>Improve connections across geography </li></ul>

94.
Stepping outside… <ul><li>Training group collaborating on an external wiki </li></ul><ul><li>Facebook as a corporate expertise directory </li></ul><ul><ul><li>Private network – for free </li></ul></ul><ul><li>What is the cost of people working in isolation? </li></ul>

95.
The inductee <ul><li>How do connected Gen Y round pegs fit into the organisational square hole? </li></ul><ul><li>… they probably feel that their arms and legs are being cut off! </li></ul><ul><li>Imagine if you were not “allowed” to use email! </li></ul><ul><li>“ People want to use their favourite technologies at work. They're satisfying themselves and not waiting for IT.” </li></ul><ul><ul><li>Dennis Moore, SAP </li></ul></ul>Yahoo! News – 19 June 2007